Currently Reading

Exclusive Research: Measuring the Market

Advertisement
Sales + Marketing

Exclusive Research: Measuring the Market

Builders and architects weigh in on their preferred sources and data for keeping tabs on selling conditions


By Mike Beirne, Senior Editor April 1, 2018
folding ruler for measuring
According to once Kentucky custom home builder: “Regional on-the-ground research is more predictive these days over MLS [Multiple Listing Service] or past market research numbers and trends."
This article first appeared in the April 2018 issue of Pro Builder.

Zillow and Trulia were mentioned most often by builders and architects when the Professional Builder Gauging the Selling Market survey asked: What is the biggest single change during the past two years in the way you conduct market research? The online real estate brands, both owned by Zillow, provide listings and home valuation data, which respondents used to complement other sources for taking the pulse of the market. Social media was the second most mentioned change in market research activity, but the value of its utility was mixed. Some respondents lauded it for helping them see what the market is responding to, while others, such as one Illinois designer, wrote that the information is unreliable, saying, “You cannot believe what is posted.” 

Another popular response to the question about how builders and architects have changed the way they gather market intelligence was “not much change at all.” These respondents saw more value from information gleaned directly from their local contacts. “Regional on-the-ground research is more predictive these days over MLS [Multiple Listing Service] or past market research numbers and trends,” a Kentucky custom home builder wrote. For more results about market research preferences, see the charts that follow.

 Third_party_Market_Research_chart.png

Market_Research_Sources.png

Effective_Market_Research_Chart.png

 

Ranking_Marketing_Research_Metrics.png

Marketing_Research_Purpose.png

Market_Research%20Frequency.png

Social_Media_for_Market_Research_0.png

Social_Media_%20Tools_For_market_Research.png Methodology_3.png

Written By

Mike Beirne is the senior editor of Professional Builder and Custom Builder magazines. A two-time Jesse H. Neal Award winner, Mike has nearly 30 years of journalism experience plus numerous news and feature writing awards, including honors from the Society of Professional Journalists, the American Society of Business Press Editors, and the National Association of Real Estate Editors. He also operated a masonry restoration business for more than two decades.

Related Stories

Housing Markets

Top Metros With the Best Work-Life Balance

Knowing a metro topped the list for best work-life balance can be a selling point for buyers. The pandemic caused Americans to reevaluate their…

Market Data + Trends

Sellers, Buyers Increasingly Concerned About the Housing Market

Fannie Mae’s Home Purchase Sentiment Index dropped to the lowest level since May due to consumers’ increasingly pessimistic view on the housing…

Market Data + Trends

Housing is Most Unaffordable in West, Northeast Regions

The National Association of Realtors’ housing affordability index increased 1.2 month-over-month in November, yet affordability remains lower…

Advertisement
Advertisement

More in Category




Advertisement
Advertisement

Create an account

By creating an account, you agree to Pro Builder's terms of service and privacy policy.


Daily Feed Newsletter

Get Pro Builder in your inbox

Each day, Pro Builder's editors assemble the latest breaking industry news, hottest trends, and most relevant research, delivered to your inbox.

Save the stories you care about

Lorem ipsum dolor sit amet lorem ipsum dolor sit amet lorem ipsum dolor sit amet.

The bookmark icon allows you to save any story to your account to read it later
Tap it once to save, and tap it again to unsave

It looks like you’re using an ad-blocker!

Pro Builder is an advertisting supported site and we noticed you have ad-blocking enabled in your browser. There are two ways you can keep reading:

Disable your ad-blocker
Disable now
Subscribe to Pro Builder
Subscribe
Already a member? Sign in
Become a Member

Subscribe to Pro Builder for unlimited access

Lorem ipsum dolor sit amet, consectetur adipisicing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua.